Spotlight
2020 has been both a challenging and an exceptional year for retail…and it’s not over yet as we enter what would normally be (if there is such a thing anymore) peak trading.
The pandemic impact reached its height by the middle of March and then dominated the trading agenda for the next six months in messaging, merchandising and promotions to secure sales and customer loyalty against a backdrop of store closures, heightened market uncertainty and forced move of consumers online in record numbers who, with more time on their hands, browsed and shopped across an increasing range of digital channels.
It has clearly been the most challenging of times with forced store closures and rolling lockdowns bringing unprecedented staffing and financial pressures to businesses whilst also driving the need to accelerate digital capabilities to be able to serve customers. That said, the spirit, innovation and sheer resilience of many retailers has also shone through as businesses dug deeper, adapted to consumer expectations, and in some case, even pivoted totally online to reach the market. 2020 is definitively the year that digital commerce went from being ‘a channel’ to market to being ‘the only true resilient channel’ and the beating heart of a business continuity plan in an unpredictable world.
Whilst this year in so many ways has been a whirlwind of activity and created a rollercoaster of emotions, it is important to take time and look at a snapshot of some of the really great things that are happening in the world of retail whether from the launch of great products, or new and novel ways to engage with customers and driving demand or through recognition of brands pushing their digital agenda forward with great market and critical success.
R.M.Williams’ statement of support for Hugh Jackman
Sweeping across social media in October, Hugh Jackman got his kit off to prove his commitment to wear “nothing but R.M’s” as part of their undeniable character campaign. The video is both fun and an amazing example of how you can embrace your brand story and culture and how great brands are once again finding the lighter side after a more serious tone to communications in the earlier months of the year.
Sweaty Betty (yet again) wins big at the Drapers Digital Awards
A big congratulations to the team at Sweaty Betty who have won “Best Digital Retailer” as well as “Best Use of Digital Marketing” at the Drapers Digital Awards. While we weren’t able to celebrate in person as we did last year, we’re immensely proud that this hugely talented and passionate team have been recognised for the second year in a row by offering unbeatable customer experiences. The award entries highlighted the strength of the customer experience and brand immersion that Sweaty Betty are able to convey as well as the use of innovative technologies to keep them ahead of the pack when it comes to innovation in the online space.
Christopher Ward launches Super Compressor Campaign
Launching a new digital storefront delivered in the model of the peak of the pandemic was not what anyone would have planned for, but nevertheless a truly beautiful and engaging site to showcase their spectacular range of watches was achieved. As a pureplay brand, Christopher Ward also took the big step to embrace TV advertising for the first time to connect with audiences in May to launch their first campaign launching the beautiful C60 Sapphire, when viewing had increased with audiences restricted to home and the price of advertising slots improved. Christopher Ward have subsequently kicked off their second foray into TV advertising with the new C65 Super Compressor, the first genuine super compressor diving watch in 50 years.
A big welcome to Lily’s Kitchen
We are thrilled to announce that Lily’s Kitchen have joined the Tryzens family as one of our newest clients. Established 12 years ago in founder Henrietta Morrison’s kitchen in London, Lily’s Kitchen has become an internationally recognised pet food brand offering its natural recipes for dogs and cats across 6,000 stores in 30 countries as well as selling direct to consumers through their own website.
We’re looking forward to collaborating with the team at Lily’s Kitchen to help them accelerate their digital growth plans and advance the performance of the online business whilst delighting their growing community of pet parents.
Liberty’s 2020 advent calendar kicks off holiday trade
The Liberty advent calendar has become one of the most anticipated product releases of the year and 2020 is proving to be no exception as well as a promising indication of the strong online shopping patterns that we expect to see in the lead up to Christmas.
Housed in a beautifully presented recyclable box adorned in the iconic Standen Manor print from the Liberty Classics collection, the Advent Calendar retails at £215 and contains £789 in value of beauty products. Ahead of launch tens of thousands of consumers ‘registered their interest’ online, with 154 percent more customers than stock available.
Brands such as Diptyque, Aveda, Le Labo, Augustinus Bader and Nars are amongst the brands included, as well as a Liberty-print wash bag.
Liberty has also found that despite the pandemic, its customers have been snapping up their Christmas decorations as early as last month, with sales of Christmas decorations up 260 percent year-on-year.
You can shop the Liberty 2020 advent calendar here.
Cotton On launches the first of many vegan-friendly products
Following strong customer demand Cotton On have launched their very first vegan-friendly range, kicking off with Women’s sneakers
In a release from the Cotton On Group, they said: “It’s all about giving our customer a choice. We know that just like us, Cotton On Group customers shop with a conscious mind and genuinely care about their environment and the world around them – which is why our product teams will keep working to make innovative, sustainable and animal friendly products happen. Vegan refers to all non-animal materials like leather and glues. For us, products must be PETA-Approved Vegan, which means no animal testing, non-animal materials, and no animal derived ingredients are used in any part of the production process.
For us, partnering with PETA (the animal rights group) has meant we are more informed to do good and make meaningful decisions for ourselves and for you.”
You can learn more & shop the range here.
Finally, a note from our CEO, Andy
We hope you found this selection of client updates of interest.
As we enter the traditional peak trade window, we are working hard with our clients to ensure that they have the right performance from their digital commerce ecosystems, that their customer experiences are backed by the right technology and services to see them trade unimpeded across their global markets, and, in turn help make this the most successful season on record.
It is really encouraging to highlight some of the great initiatives and wins that our clients have had over the past few weeks as well as welcome some new faces to the Tryzens family. Wishing everyone a truly successful peak season.
Best,
Andy
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